In an Interview with FXStreet, Despina Iapona Reveals XS.com’s Strategy for Building a Global Brand That Lasts
UNITED ARAB EMIRATES, September 11, 2026 /Business News/ -- In a recent interview with FXStreet, Despina Iapona, Group Brand Director at XS.com, shared her perspective on how the multi-asset broker is building a global brand through regional expertise, technology, people and a long-term approach to reputation.
As XS.com continues to expand its international presence, the interview explored how the multi-regulated broker maintains a distinctive global identity while adapting to different regulatory environments, cultures and client expectations.
For XS.com, brand strength is closely tied to the organisation behind the name. Its standards, client experience, relationships and internal culture all shape how the company is viewed across markets. Despina highlighted the importance of ensuring that what XS.com communicates is reflected in what clients, partners and employees experience.
The conversation highlighted the balance between global scale and local understanding. XS.com maintains a consistent international identity while relying on regional expertise to navigate the specific characteristics of individual markets. “The global umbrella creates coherence; regional intelligence creates relevance,” Despina said.
Technology was another key theme. As AI and automation continue to reshape financial services, XS.com sees technology as a means of increasing scale, efficiency and accessibility, while continuing to recognise the value of human expertise and judgement.
Describing XS.com’s people as its “X factor,” Despina emphasised the human contribution behind the broker’s technology and operations. “People give it character and relevance,” she said.
Despina also addressed the role of reputation in building a lasting financial-services brand. For XS.com, reputation develops through the experiences stakeholders have with the organisation over time. “Reputation is memory,” Despina said, highlighting the lasting impact of consistency, transparency and relationships.
She also explored the distinction between brand awareness and brand strength. For XS.com, visibility is most valuable when it is supported by substance. XS.com’s approach is to establish what the brand represents, demonstrate those qualities through its actions and build recognition around that foundation.
You can read the original interview with Despina Iapona directly on FXStreet:
XS.com Company Review
The XS Group (operating under brand name “XS” or “XS.com”) is a Global Multi-Asset Broker providing access to trade a wide range of financial products.
Established in Australia in 2010, XS.com has grown into a global market leader in the FinTech, financial services and online trading industry with licences in various jurisdictions and offices in different locations around the globe.
XS.com offers traders, institutional investors and brokers worldwide access to deep institutional liquidity and advanced trading technology, combined with an efficient user experience, high-quality relationship management and excellent customer support.
Risk Warning: Our products are traded on margin and carry a high level of risk and it is possible to lose all your capital. These products may not be suitable for everyone, and you should ensure that you understand the risks involved.
XS Editorial Team
XS Group
media.comments@xs.com
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